- Host and Ghost - This is where affiliate campaigns designed for banner and email are mis-appropriated for host and post co-registration. The scam can be identified when landing pages show high numbers of leads/conversions but no impressions.
- Sub-brokering - Where an agency sub-contracts out volume to other lead generation partners without the knowledge of the client. This means many sources are cloned as coming from one source making it impossible to measure the campaigns effectiveness
- Batch uploading - where sudden influx's of leads appear instead of real-time. So older leads are being sold as fresh current ones.
- Automated Opt-in - it may be sold as lead generation but takes the form of pre-ticked questions or a page of logo's where one tick means opting-in to 10+ brands.
- Downright Fraud - basically leads that are not fit for purpose, they have been manufactured by unscrupulous lead generation fraudsters rather than volunteered by consumers. Doing background checks, asking the right questions and taking references helps eradicate this
Admittedly, the incidence of these is really low and if we all work together to weed out any bad practices we do the industry a lot of good. I raise my glass to trusting each other to do the right thing.
5 comments:
Great article, unfortunately I think these things happen more often than people are aware. But as more media buyers are becoming aware of these practices, I think the number of these "scam" lead companies will dwindle in the next couple of years. So great job on spreading the word and I will do my part by forwarding this article to several people.
Best regards,
Tyler Lubbers
Clench Media
VP of Sales
Tyler@ClenchMedia.com
www.ClenchMedia.com
www.CoregNetwork.com
www.AdOctopuss.com
Thank you so much, I am in the process of hiring a lead generation company...had no idea that there were things to be on the lookout for!
However, the reason why so many enterprises still fail after paying exorbitant amounts is because they lack the understanding of which tactics work best in the market. Make no mistake about it - it's important to have a basic understanding of lead generation techniques, so that one can judge the performance of a campaign. Of late, the best way to promote any business especially in its initial stages is via the internet. However, the details are very important.
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Is there any further reading you would recommend on this?
Amela
lead gen blog
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